Changing behaviour isn’t about shouting louder. It’s about understanding how people really make decisions.
I use behavioural science-tools like Nudge Theory, the COM-B model, EAST framework, and cognitive bias mapping-to design interventions that are both subtle and effective. Whether the goal is to increase uptake, improve adherence, shift attitudes or shape new habits, I help brands and organisations build systems that make the desired behaviour easier, more attractive, more social, and more timely.
At the heart of my approach is a simple idea: if you want to change what people do, you need to understand what enables them, motivates them, and shapes their environment. That’s where COM-B comes in. From there, I apply frameworks and proven heuristics to create real-world frictionless experiences-from rethinking onboarding journeys to redesigning prompts, defaults, and incentives.
I don’t just apply theory. I turn behavioural insights into commercial and social results-crafting creative that nudges, systems that reinforce, and environments that make the right choice the easy one.
Case Study: Adidas Boost
Using Behavioural Nudges to Drive Product Trial and Conversion
Using Behavioural Nudges to Drive Product Trial and Conversion
The Brief
When tasked with launching Adidas’ new Boost technology - a running shoe engineered for superior comfort - we uncovered a deceptively simple insight: once customers experience how the shoe feels, they’re 84% more likely to buy it. But the problem wasn’t product quality - it was trial friction.
Try-ons are high-effort: they require staff, time, undressing, and carry social awkwardness. So rather than push harder, we reframed the challenge using behavioural science.
The Nudge
Instead of focusing on “try-ons,” we introduced a low-friction, curiosity-triggering “step-on” experience. A custom foam floor - identical in feel to the Boost sole - was installed in-store and later scaled to a 25m public-facing “run-on” track in Melbourne’s Federation Square. Passersby could slip off their shoes and instantly feel the benefit, without the traditional barriers.
This intervention tapped key behavioural principles:
Friction reduction: No undressing or sales interaction required.
Salience & sensory reward: A tangible, novel experience that felt good.
Curiosity & commitment bias: Stepping on creates micro-engagement that primes deeper exploration.
Social proof & theatre: A public activation with earned media and visible participation normalised the behaviour.
Results
The shift from try-on to step-on created a measurable conversion pipeline:
Try-ons increased by 677%
Purchases surged 1,804%
Store conversion jumped from 1.2% to 22.85%
Takeaway
By reframing the problem through a behaviour change lens—using nudge theory, cognitive biases and frictionless design—we turned a rational product benefit into an irresistible, intuitive action. The result? One of Adidas’ most effective experiential campaigns to date.
Case Study: La Senza Lingerie
Nudging Male Shoppers Using the EAST Framework
Nudging Male Shoppers Using the EAST Framework
The Brief
La Senza identified an untapped opportunity: men shopping for lingerie as gifts. Despite strong male footfall in centres during peak gifting periods, conversion remained low - blocked by embarrassment, uncertainty, and decision fatigue.
The Insight
Men often felt overwhelmed by product complexity, uncertain about their partner’s preferences, and self-conscious in a female-oriented retail space. The challenge was to help them confidently complete a gift purchase without needing help from staff.
The Nudge
To overcome friction and boost conversion, we applied the EAST framework (Easy, Attractive, Social, Timely) to redesign the gift-shopping experience:
Easy:
Curated a range of universal-fit items requiring no size knowledge.
Pre-wrapped gifts in premium packaging.
Displayed options clearly by price tier to support fast, low-effort decisions.
Attractive:
Used luxury cues to signal gift-readiness rather than lingerie.
Messaging like “picked with love” added emotional value without requiring shopper eloquence.
Social:
Created a discreet, male-friendly shopping zone with trained staff.
Normalised the behaviour - signalling that male gifting was both expected and welcome.
Timely:
Launched ahead of Valentine’s and Christmas with in-store prompts like “Running late? Wrapped and ready to go.”
Additionally, we addressed embarrassment by offering unbranded bags and even disguised EFTPOS statements under the alias “Iron Wood Trading”—a wry, tongue-in-cheek naming solution that added a layer of plausible deniability for the eagle eyed bank statement sleuth.
Results
Gift-category sales rose 38% YoY during the gifting window.
Male shopper contribution more than doubled (from 12% to 29%).
82% of male purchases came from the curated, pre-wrapped selection.
88% of men said the process was “easy” or “very easy”; 73% would buy again.
Gift-wrapping workload reduced by 36%, freeing staff for higher-value interactions.
Takeaway
By understanding and addressing male shoppers' behavioural blockers - then applying the EAST framework with empathy and humour - we reframed lingerie gifting from an intimidating ordeal into a frictionless, feel-good purchase. The results speak for themselves.